content management systems: webany for increased sales

www.astekweb.com © 2012 Astek Consul6ng LLC

Using Content Management

Systems for Increased Sales

and New Products


Types of CMS !   Proprietary vs. Open Source

!   Cloud vs. Self-‐Hosted !   Key features for publishers

  Mobile compa6bility

  Custom design   Editorial Workflow

  SEO compa6bility   Integra6ons (Print, Email, Social, App)

  Repor6ng


This is not your product


This is your product


Your product is changing !   One-‐size-‐fits-‐all won't cut it anymore !   Your readers will expect you to provide:

  What they want   When they want it

  How they want it

  Where they want it


Reverse Your Workflow !   Start with digital !   Build content directly into CMS !   Bundle content for publishing to mul6ple channels:   Print   Mobile

  Email

  Social   Whatever’s next


Reverse Your Workflow

!   Go from this:

!   To this:

Content Crea6on -‐> Layout -‐> Mul6ple Formats

Content Crea6on -‐> CMS -‐> Mul6ple Formats/Layout


Make New Products !   Centralized content model

!   Mix and match exis6ng content to create new products


Marke6ng & Editorial & Produc6on !   Must work together

!   Who makes content decisions? !   Who buys technology? !   Who pushes the final bu`on?


Astek Built Webany CMS !   Webany lives in the cloud

!   Mul6-‐channel publishing   Export to Adobe InDesign

!   Sophis6cated editorial workflow management

!   SEO Built-‐in

!   Completely customizable content structure & design

!   State-‐of-‐the-‐art hos6ng


Wiley’s Experience – Pain Points !   27 Professional Trade Journals

!   Received an angry email from customer


Wiley’s Experience !   Federal Grants & Contracts   Why this pub first?


Wiley’s Experience – Pain Points !   Customers had no 6mely access to paid content

!   Not enough space in print !   Marke6ng needed the SEO rich content !   Produc6on team needed ability to publish content to print & electronic formats from single, well-‐edited source


Wiley’s Experience !   How do we improve the customer experience?

!   In 2010, 27 micro-‐sites were created on Webany CMS for marke6ng


Wiley’s Experience !   In 2011, we began conver6ng those sites into digital-‐first publica6ons   Improved editorial workflow

  Digital Rights Management (DRM) •  Integrates with jCore •  Paid subscribers get ALL content, even content they can’t get in print or Wiley Library.

•  Go from 20 sample ar6cles to hundreds of ar6cles and alerts and growing

•  Free ar6cles for SEO & to en6ce new subscribers


Wiley Uses Webany CMS !   Customizable interface for each ar6cle type

!   Styles can be applied directly from Webany interface

!   Approved content published immediately. No 24-‐hour wait period


Wiley Uses Webany CMS !   Search Engine Op6miza6on (SEO)

  On-‐the-‐fly by editors


Wiley Workflow – Communica6on !   Authors & editors communicate from ar6cle interface


Wiley Workflow – Users !   Custom permission types


Wiley Workflow – Tasks


Wiley Workflow – Bundling !   Bundling interface

  Shows cri6cal info like word count & grant due dates

  Easily group together print issue content from Web content


Wiley Workflow – Bundling


Wiley Workflow – Mul6-‐channel !   Mul6-‐Channel Publishing

  Export to Adobe InDesign


Wiley Web to Print & E-‐reader


Wiley’s Experience – Results !   Happier Customers

!   Publish faster   InDesign Print Composi6on 2 hours -‐> 45 min.

  ePub Conversion 45 min. -‐> 16 min.

!   Include more grants


Wiley’s Experience – Web Stats


Wiley’s Experience – Results !   Summary of Awesome

  Quicker contact with customers   More contact and more content   Top of mind   Leads towards All Wiley, All the Time goal


Wiley’s Experience – Results !   The Future

  People will come to us for all the news for their niche

  The site’s archives, over 6me, become deep and wide specialized databases

  More subscribers!


Wordpress CMS !   Open Source

  Thousands of developers & plugins

!   Used by 55.2% of all the websites whose CMS we know   This is 17.5% of all websites. (W3Tech)

!   Originally for blogging   Somewhat limited content structure

!   Integrates with several other systems


Wordpress CMS to Email !   MailChimp Integra6on

  Mul6ple plugin op6ons available   Rela6vely easy configura6on

  Good support

More info: h`p://fourblogger.com/wordpress-‐mailchimp-‐integra6on-‐plugin/


Wordpress CMS to Social Media !   Twi`er Plugins

  WP to Twi`er   Tweet Old Post   WP About Author

!   Facebook for Wordpress Plugin


Wordpress CMS to Mobile !   Many great responsive themes available

!   Plugins for addi6onal features


Wordpress CMS Communi6es !   BuddyPress is a powerful plugin

!   Custom private communi6es


Thank You!

Andy Swindler, Astek [email protected] Twièr.com/aswindler Twièr.com/AstekWeb

LinkedIn.com/in/AndySwindler

Peter Sanderson, Wiley [email protected]

Lora Templeton, Wiley [email protected]

Twièr.com/leetempleton

content management systems: webany for increased sales

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